News24
16 Apr 2019, 02:43 GMT+10
Tiger Woods's improbable Masters victory will reward the few companies that stuck with him through his struggles, and the ones that joined him when he was near the low point of his career.
The 43-year-old won his fifth Masters title on Sunday by one stroke.
It's his first major victory in over a decade and just his second PGA Tour victory in more than five years.It's also a win for his sponsors.
During the final-round telecast, when he made a late charge, he generated more than $23.6 million in exposure for various corporate partners, according to sponsorship analytics firm Apex Marketing Group.
Bob Dorfman, a sports marketing executive at Baker Street Advertising, cited Woods's ability to bring even casual fans to their televisions.
"He moves the needle like no other golfer does or ever has done," Dorfman said, comparing Woods's legendary status to that of Michael Jordan.
"Nobody can do what he does and it's amazing he's been able to do it for as long as he has."
Woods's return to the center of golf's biggest stage will probably drive added interest in pro golf for awhile and generate even more attention for his corporate partners. It will also renew debate over whether a healthy Woods can return to the dominance of his early career, when he single-handedly boosted golf's status around the world.
Woods now has 15 major titles, three shy of Jack Nicklaus's record 18.
In the moments after Woods's final putt on Sunday, longtime sponsor Nike released a video congratulating him on the feat, and highlighting his push to pass Nicklaus. The video uses audio from a 3-year-old Woods listing his golf aspirations.
"To think a 43-year-old who has experienced every high and every low, and has just won his 15th major, is chasing the same dream as a 3-year-old," the video says.
The Ties That Bind
No company is more closely associated with Woods than Nike, which signed him when he turned pro back in 1996 and built its golf business around his stardom. Woods was once making $30 million per year from Nike, according to Forbes, but in 2016 the company announced it would stop making golf clubs, balls and bags.
Nike is still Woods's apparel partner - the red Nike shirt he wore on Sunday is a familiar sight for most fans - but over the past few years Woods has had to look elsewhere for ball and club partners.
During a decade marred by marital trouble, substance abuse, multiple surgeries and inconsistent play, most of the other brands that golf fans once associated with Woods either dropped him outright or failed to renew their partnerships when they lapsed. They include including AT&T, Procter & Gamble's Gillette, General Motors's Buick and watchmaker Tag Heuer.
In their place is a new stable of partners. Monster Energy drink has been branding Woods's bag since 2016. TaylorMade is now his club sponsor; Bridgestone makes his golf balls.
There are also smaller deals with Hero MotorCorp, an Indian motorcycle maker, and Kowa, a Japanese pharmaceutical company. Several of them sought to capitalise on the moment, with Monster Energy musing what a tiger's favored colour might be.
At the height of his career, Woods was making $110 million per year as the world's highest paid athlete, including that $30 million from Nike, according to Forbes. Last year the magazine reported his earnings as $43.3 million.
For now, Woods sounded bewildered at his resurrection to top-dog status.
"I'm kind of at a loss for words," Woods said after the win. "It's overwhelming because of what has transpired."
Get a daily dose of Toronto Telegraph news through our daily email, its complimentary and keeps you fully up to date with world and business news as well.
Publish news of your business, community or sports group, personnel appointments, major event and more by submitting a news release to Toronto Telegraph.
More InformationBATTLE CREEK, Michigan: In a major consolidation of iconic food brands, WK Kellogg has agreed to be acquired by the owner of Ferrero...
WASHINGTON, D.C.: Filmmaker Peter Jackson's lifelong fascination with the extinct giant New Zealand flightless bird called the moa...
NEW DELHI, India: India has submitted a revised proposal to the World Trade Organization (WTO) in Geneva to implement retaliatory tariffs...
SAN FRANCISCO, California: Nvidia, the Silicon Valley chipmaker at the heart of the artificial intelligence boom, this week briefly...
REDMOND, Washington: Artificial intelligence is transforming Microsoft's bottom line. The company saved over US$500 million last year...
WASHINGTON, D.C.: A federal rule designed to make it easier for Americans to cancel subscriptions has been blocked by a U.S. appeals...
OTTAWA, Canada: With Canada Post struggling to maintain operations amid labour unrest, rivals like FedEx and UPS are stepping in to...
(Photo credit: Jeff Hanisch-Imagn Images) The potential tying run had just reached base Saturday when Milwaukee Brewers third baseman...
(Photo credit: Patrick Gorski-Imagn Images) After hitting their season's low point a week ago, the Cleveland Guardians have reversed...
(250713) -- TORONTO, July 13, 2025 (Xinhua) -- Deybi Flores (2nd L) of Toronto FC scores with a header during the 2025 Major League...
(Photo credit: Eric Canha-Imagn Images) In his 51st career start, Garrett Crochet accomplished two feats in one dominant outing:...
(Photo credit: Dennis Lee-Imagn Images) All-Star Brent Rooker hit a tiebreaking two-run homer and drove in three runs overall to...